Why bartenders still hold the keys to on-trade success

From drink recommendations to premium brand advocacy, new data highlights the growing commercial importance of bartenders in bars and restaurants worldwide.

Bartenders remain a powerful force in the on premise, with new research from NIQ underlining just how much influence they hold over guest purchasing decisions and premium brand advocacy.

Bartenders are continuing to play a pivotal role in shaping consumer purchasing decisions in bars and restaurants, according to the latest Global Bartender Report 2026 from NIQ.

The report, now in its third year, found that 88% of bartenders globally typically make a drinks recommendation every shift, while 95% said guests will order that recommended drink “most times or more”.

As a result, NIQ estimates that the average premium+ bartender influences 10,976 consumer drink decisions over the course of a year.

The research highlights the growing strategic importance of bartender advocacy in the on premise, particularly as consumers increasingly prioritise quality when drinking out.

Quality over quantity

According to the report, 58% of consumers globally are likely to pay extra for a better-quality drink when in the on premise, up two percentage points versus 2024.

NIQ noted: “Guests are opting more and more for quality over quantity when it comes to what they are drinking, and are much more willing to listen to bartender recommendations than ever before.”

The study also found that “consistently high-quality brands” were ranked as the number one brands best placed to thrive in 2025, according to bartenders.

However, the report stressed that premium pricing alone is not enough to win bartender support.

While 54% of bartenders said they typically recommend a premium or luxury brand, 46% said they recommend value or affordable brands.

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One respondent said: “I usually recommend brands that don’t gouge for their quality. There are a lot of exorbitantly expensive newer Japanese whiskies that are simply bad.”

NIQ concluded that larger price tags do not automatically translate into stronger advocacy, with product quality and perceived value remaining critical.

Bartender influence remains significant

NIQ positioned bartender recommendations as a crucial driver of brand success in the On Premise, arguing that bartenders act as an essential link between brands and consumers.

The company said the findings can help drinks businesses improve brand advocacy, strengthen supplier relationships and better understand emerging trends across categories.

The report is based on NIQ’s BarSights research network, which surveyed 1,700 hospitality professionals globally. The study was conducted in partnership with bartender associations to capture what NIQ described as “high-quality responses from committed hospitality recipients”.

NIQ’s wider hospitality research network includes more than 100,000 professionals globally, with more than 60,000 hospitality professionals surveyed across 26 markets.

The report also found that bartenders are increasingly focused on practical support from brands rather than performative initiatives.

Anna Sebastian of Celebrate Her said: “I think people need to stop hosting panels where people talk about their feelings. I’m so bored of it. I don’t want to sit on another, I do it to support people, but who has time to go to a panel and talk about feelings with no action. All I can think when I see brands doing this is, what is the takeaway? What is the action? Instead of just ticking a box, do something that has a bit more meaning and redirect the funds in a way that’s going to make change”.

Danil Nevsky of The Indie Bartender added: “We’re moving away from virtue signalling to, practicality and tangibility. And yes, of course it’s important to talk about issues to raise awareness to them for sure. […] At some point someone needs to do something, otherwise it’s just a lot of talk.”

Alongside its global report, NIQ is also offering country-level bartender reports covering markets including the UK, France, Germany, the US, Mexico, India, Australia, Japan, Korea and Emerging Asia.